Management
Yousef Ramezani; Amirhossien Okhravi; Tahereh Heydarnejad; Sepideh Salarpanah
Abstract
Customer contact points are known as the building blocks of the customer experience and for designing and enhancing the customer experience. The purpose of this study is to investigate the causal relationships between customer contact points and word of mouth through customer experience in the insurance ...
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Customer contact points are known as the building blocks of the customer experience and for designing and enhancing the customer experience. The purpose of this study is to investigate the causal relationships between customer contact points and word of mouth through customer experience in the insurance industry in 2021. The present study is applied in terms of purpose and descriptive-correlational in terms of implementation method. This survey included Mashhad insurance clients. As the number of customers is unlimited, the sample size 384 was calculated using Morgan table. Samples were selected using the non-probability Convenience sampling method. Confirmatory factor analysis was used to determine the validity of the questionnaires. The reliability of the questionnaires was obtained using Cronbach's alpha coefficient for all research variables above 0.7. Structural equation method was employed using PLS software. The results showed that customer contact points and their dimensions affect customer experience. Customer experience also had a significant effect on word of mouth. Ultimately, the customer experience mediated the impact of customer contact points and their dimensions on word of mouth. Finally, suggestions were presented based on the research findings.
Mohammad Mokhtari; Seyyed Morteza Ghayoor; Behzad Hassannezhad Kashani
Volume 5, Issue 12 , December 2018, , Pages 905-922
Abstract
By investigating the human life and its evolutions, it can be conceived that human, from the beginning of creature, has attempted to prepare a suitable clothes for himself. The history shows that all divine religions, particularly Islam, have paid a special attention to the human covering as a natural ...
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By investigating the human life and its evolutions, it can be conceived that human, from the beginning of creature, has attempted to prepare a suitable clothes for himself. The history shows that all divine religions, particularly Islam, have paid a special attention to the human covering as a natural need and value. Accordingly, covering issue and Islamic clothing is the core problem of this research. The current study aims to investigate the factors affecting the purchase decision of Islamic clothing by the mediating role of word of mouth. This is a survey research using 5-points Likert scale to collect research data. The reliability of the research tool was acknowledged by Cronbach alpha and its validity was confirmed using face and content validity. The population of the research is the female residents of Mashhad, Iran. The sample size is 384, calculated by the Cochran’s formula, which was surveyed by the convenience non-probability sampling method. Structural Equation Modeling was used for the data analysis and testing the research hypotheses by applying SMART-PLs and SPSS software. Research findings showed that customer trust and satisfaction have positive and significant effects on customer purchase decision. In addition, customer satisfaction and trust influence the customer purchase decision indirectly by the mediating role of word of mouth. It was also found that the word of mouth has a positive and significant effect on purchase decision. It should be noted that customer satisfaction is more influential than customer trust in affecting the word of mouth leading to customer purchase decision.
Saeed Yazdani Parsa; Tooraj Sadeghi
Volume 2, Issue 10 , October 2015, , Pages 1244-1260
Abstract
Word of mouth is of critical importance for marketers and many scholars believe that word of mouth is one of the most effective and efficient advertising ways. Moreover, relationship marketing causes the costs of attracting new customers through long-term relationships with current customers and in this ...
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Word of mouth is of critical importance for marketers and many scholars believe that word of mouth is one of the most effective and efficient advertising ways. Moreover, relationship marketing causes the costs of attracting new customers through long-term relationships with current customers and in this way increases firm profitability. Indeed, relationship marketing leads to customer satisfaction and loyalty through creating commitment and trust. Loyal customer also influences company’s word of mouth. Thus, this research conducted focused on studying the effect of relationship marketing on life insurance word of mouth. This is an applied research; and is a descriptive, filed study. Research statistical population was life insurance clients of Karafarin Insurance Agents in Mashhad. 384 individuals selected as research sample through simple random sampling method. Data collected through questionnaire. Questionnaire reliability measured through using Cronbach alpha. Research hypotheses also were tested by structural equation modeling (SEM). The results of analyzing research hypotheses indicated that relationship marketing directly influences life insurance word of mouth. In addition, customers’ trust also influences their satisfaction of buying life insurance. Customers’ commitment influences their satisfaction of buying life insurance; furthermore, customers’ satisfaction influences customers’ loyalty to buy life insurance. And finally, customers’ loyalty influences life insurance word of mouth.
Morteza Soltani; Morteza Khavari
Volume 2, Issue 9 , September 2015, , Pages 1020-1036
Abstract
Regarding to interpersonal and informal nature of word of mouth, this advertising practice always is considered as a reliable communication source and a potential power playing a critical role in customers’ decision making process. According to the prominence of word of mouth in the customers’ ...
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Regarding to interpersonal and informal nature of word of mouth, this advertising practice always is considered as a reliable communication source and a potential power playing a critical role in customers’ decision making process. According to the prominence of word of mouth in the customers’ decision making process, the present research tried to study some features of listener (background knowledge, purchase involvement) and some features of the speaker or the source (expertise, experience, evidences, and reliability) that cause listener to apply it encountering word of mouth by proposing a model. This is an applied study in term of goal and a descriptive-correlation study in term of methodology. Research statistical population included students of one of Tehran major government universities. Data collected using questionnaire and analyzed by structural equations model using Smart pls2 software. Research results showed that four features of listener are directly related to applying word of mouth by listener. Further, the two factors of purchase involvement and listener background knowledge only moderate the relationship among experience, reliability and the evidences presented by source by using word of mouth.
Anung Prasetyo Nugroho; Karunia Setyowati Suroto
Volume 2, Issue 7 , July 2015, , Pages 620-630
Abstract
One of the marketing activities undertaken by PT Nestle Indonesia to communicate Bear Brand milk in the market is by Words of Mouth marketing. However, Bear Brand Milk is only superior in several regions in Indonesia. The purpose of this study were to analyze the influence of reputation, influence ...
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One of the marketing activities undertaken by PT Nestle Indonesia to communicate Bear Brand milk in the market is by Words of Mouth marketing. However, Bear Brand Milk is only superior in several regions in Indonesia. The purpose of this study were to analyze the influence of reputation, influence of advertisement attractiveness, and community effect to customer value of Bear Brand Milk in Malang, and to analyze the influence of customer value of positive words of mouth on consumers of Bear Brand Milk in City Malang. The primary data were obtained from questionnaires spread to Bear Brand Milk consumers in Malang. The sampling technique used was accidental sampling. The analysis technique used in this study was Structural Equation Model which was operated by AMOS program 16. The variables measured were reputation, advertisement attractiveness, community effect, customer value, and word-of-mouth. Results of the study showed that reputation is an important first element in implementing customer value. The reputation effect of positive words of mouth begins with how reputation can give dominant strategic effects on increasing customer value. The advertisement attractiveness was the second variable affecting the realization of positive words of mouth. Community effect is the third important element in implementing positive words of mouth. In order to create positive words of mouth, improvement of customer value can be realized through reputation, advertisement attractiveness, and community effects.
